460In recent years, as the concept of “skincare-style hair care” has gradually gained popularity, consumers’ demand for hair care products has become increasingly diverse. They not only pursue hair that looks thick and voluminous at the roots, but also pay attention to product ingredient safety, high cost-effectiveness, and environmental protection features.
This trend has driven the rapid development of the hair care products market, with the market size continuing to expand. It is expected to maintain strong growth in the coming years, especially in developed countries where the hairdressing industry started early, such as the United States and Canada, where market competition is particularly fierce.
However, in this fiercely competitive hair care product market, a niche brand has stood out, and that isAmika.
Amika, this niche hair care brand, was founded in 2007 in Williamsburg, Brooklyn, New York, USA. It boasts a rich and diverse range of hair care products, with star items including dry shampoo, leave-in sprays, conditioners, hair masks, hair oils, etc., sold in over 35 countries worldwide, dedicated to providing consumers with comprehensive hair care solutions and professional advice.
Every product it launches is made with high-quality materials that are harmless to hair quality, combined with cutting-edge technology and carefully crafted, and also incorporates artistic design concepts, making it very popular among young people!
In the first quarter of 2023, it successfully surpassed industry giants such as L'Oréal and Dove, becoming the most popular hair care brand in the United States!
How did Amika stand out among the fiercely competitive hair care brands? Next, Tuke will take everyone to have a look!
I. Actively Utilizing TikTok as an Overseas Social Media Platform
(1) Emphasizing High-Quality Video Content Production
Tuke found that one of the reasons Amika achieved remarkable results on TikTok is its unique advertising creative strategy. Amika knows well that on TikTok, advertising is not just about the content itself, but also about accurately reflecting the needs of different user groups.
Therefore, Amika is skilled at using interesting editing techniques and high-quality video content to jointly promote the brand’s unique positioning in the TikTok beauty community. By creating eye-catching short videos, it attracts users’ attention and invites creators with different hair types to participate in video shooting, frequently showcasing the brand name and products, effectively strengthening consumers’ impression of the brand.
Image source: TikTok
(2) Using Layered Strategies for Advertising Placement
Amika also cleverly adopts a layered strategy to place Spark ads and In-Feed ads based on traffic and conversion goals, effectively broadening the range of audience interests, maximizing ad coverage, and stimulating mass consumer purchasing desire.
(3) Leveraging the Popularity of Related Topics on TikTok to Feed Back into the Brand
The hashtag #amika is quite popular on TikTok, with views exceeding 4.65 million.
This trending topic has successfully attracted users’ attention. Through interesting and creative content formats, the brand’s image in the minds of potential consumers has become more vivid and three-dimensional. Users actively share their real experiences under this topic, invisibly accumulating a large amount of user-generated content for the brand.
This voice from real users often has more influence than traditional advertising. Based on real experiences, they tell the story of the product and convey users’ emotions, which can attract attention and resonate with people more than any flashy advertisement.
Image source: TikTok
(4) Valuing Collaboration with TikTok Influencers
In terms of influencer collaboration strategy, Amika fully considers the diversity of its product audience, carefully selecting influencers representing different hair types to shoot videos and cleverly integrating related products to showcase usage effects.
For example, targeting those who are often troubled by oily hair, Amika specifically selected influencers with fine, easily scalp-hugging hair for collaboration. In these videos, the influencers not only demonstrate how to use Amika dry shampoo spray to create three voluminous winter styles, seemingly sharing daily styling tips, but in fact, cleverly embed the product’s instant effect deeply in viewers’ minds, allowing the audience to appreciate the unique charm of the product in a relaxed and enjoyable atmosphere.
Image source: TikTok
(5)Actively Interacting with Users
On Amika’s TikTok homepage, there is a video with about 120,000 views. The video is guided by the eye-catching title “Choose Your Color,” featuring promotional content for different series of colorful brand colors, successfully attracting netizens’ attention.
In the comments section, many seasoned consumers directly shout out their favorite colors, while some new buyers even say that they achieved amazing results after trying Amika’s products for the first time. The brand also actively interacts with users in the comments, demonstrating a good brand image and user relationship.
Image source: TikTok
II. Building Its Own Overseas Independent Website
Amika has also established an overseas independent website, mainly targeting young consumer groups in Europe and America, dedicated to achieving direct communication and interaction between the brand and consumers. To better meet the needs of overseas consumers and enhance brand loyalty, Amika has launched a series of colorful promotional activities and peripheral gift exchange programs.
Amika Overseas Independent Website
When consumers spend $125 or more on the independent website, they can receive a beautiful notebook and a high-quality pen for free as a special reward for loyal fans.
In addition, to promote environmental protection and sustainable development, Amika has also launched reusable branded tote bags. Consumers can easily own one for just $5, which is both practical and eco-friendly.
Amika Overseas Independent Website
In addition to the above activities, Amika has also carefully prepared a variety of hair care gift sets according to different consumer needs. These sets not only include the brand’s core hair care products, but are also offered at more affordable prices, allowing consumers to easily enjoy Amika’s professional hair care experience.
Through these promotions and exchange activities, Amika not only promotes user consumption, but also further deepens the emotional connection between the brand and consumers, effectively increasing the competitiveness of its products.
Amika Overseas Independent Website
Looking back at the overseas growth journey of Amika, this niche hair care brand, it proves that even the smallest spark can become a torch that lights up the world with the right strategy and passionate drive. Every brand has its own unique voice, and finding and amplifying that voice is the key to success.
And obviously, Amika has done it.
In the future, we look forward to more brands learning from its successful experience, breaking through in the fiercely competitive market, and winning the favor of global consumers.
